• Exterion Media - Household Tea Brand

LU digital ads persuade Tube users to purchase a box of the branded tea

The Challenge

The tea brand wanted to promote their award winning green tea by engaging Londoners with their brand. 

The Execution

In November 2014, the tea brand ran a digital outdoor campaign using LCDs on the London Underground (LU). 

In order to capture the effectiveness of this campaign, we measured campaign metrics in association with Dipsticks Research. The sample consisted of 750 adults aged 18+. 

The test group consisted of Londoners who have used the LU in the past 2 weeks (n = 500) and a control group from the rest of the UK who have not used the LU in the last 2 months (n = 250). 

The Results

The digital ads on the LU helped promote the tea brand and encouraged more Tube users to purchase this tea brand.

1/5 of people who saw the LU digital ads added the tea brand to their shopping basket 

In the last 2 weeks, during the campaign:

  • 21% of Tube users who saw the LU tea brand advertisement went on to add the tea brand to their shopping list (vs. 13% of the control group). 
  • 17% spread the word and talked about the tea brand (vs. 9% of the control group).
  • 16% purchased the tea brand when they don’t usually, which is significantly higher than those who were not exposed to the LU ad (5%).

London Underground Digital Advertising

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1/5 of people who saw the LU digital ads added the tea brand to their shopping basket during the campaign

Drives purchase

57% of those exposed to the digital ads are likely to purchase the tea brand in the future